Reports Media & Marketing

Music Marketing The Velocity Game

Report by Mark Mulligan
Cover image for Music Marketing
Synopsis PDF PowerPoint Excel

Our clients have full access to all of our reports. Clients can log in to read this report. Click here to become a client. Alternatively, you can purchase this individual report.

Price: £3,000.00 excl. VAT

The 20,000 Foot View:  Music streaming has become so central to the functioning of the record label business model that labels are becoming beholden to streaming service optimisation. A shift towards ever-larger numbers of new releases targeted at streaming success threatens to dislocate the underlying business model of bigger record labels and cause a disconnect between what music audiences want and what they actually get. These are structural industry challenges with potentially seismic implications.

Key Insights

  • Chasing stream            and market share through increased            and velocity of releases is            how record labels and artists            prioritising short-term streaming success over            strategy
  • A central            and effect of the volume            is a demotion in value            the artist as a brand            the track – artists are            second-level format within streaming
  • Pop and            are the top two preferred            for overall consumers, but hip            dominates the top            Spotify tracks                       of placings while pop was            distant second on           
  • There is            risk that the vicious/virtuous circle            artist & revenue and playlist            influence is turning streaming into            genre micro-climate
  • Placing bets            heavily streaming younger listeners to            hip hop streams risks alienating            streamers who are more likely            be paid users – label            strategy is becoming decoupled from            business strategy
  • A tension            emerging among music streamers:            of            streamers are spending more time            to playlists but            prefer listening            music they choose

Companies and brands mentioned in this report: Spotify, Universal Music

Unlock critical media insight and intelligence for competitive advantage

Our clients have full access to all of our reports. Become a Client

Already a client? Login to read this report

Or, purchase this individual report

Price: £3,000.00 excl. VAT